By: Brent Albrecht
Who this is for
The owner wondering how they can generate more consistent sales.
At a glance
- Recommendations from people they know are the most trusted form of advertising, trusted by 89% of consumers surveyed.1
- Across all industries, the median cost of a lead from Google search ads was $70.11 (April 2024 to March 2025).2
- In a study of about 10,000 bank customers, referred customers were worth at least 16% more than comparable customers who weren’t referred.3
You know your business can deliver. The hard part is getting in front of enough of the right people, consistently, without you or a salesperson spending your days on cold calls and cold emails that rarely get answered.
Last month we looked at brand, the story your business tells before anyone picks up the phone. Part 2 of Due for Service: Your Sales Engine is about putting that story in front of buyers. Some of the most cost-effective ways to generate leads bring interested people to you, so your time goes to conversations with prospects who already want to talk.
Let Buyers Come to You
Cold outreach asks a stranger to stop what they’re doing and pay attention. Inbound lead generation flips that. It puts your business where buyers are already looking, or in front of people who already trust someone who recommends you. Each channel below can work on a modest budget if you’re clear about who you want to reach and you track what it costs to win a customer.
The right mix depends on how your customers buy. If people search for what you sell when the need arises, online ads can capture that demand. If your work is local and relationship-driven, community visibility matters more. And in almost every business, your happiest customers and the professionals who serve them already know people who need you. The question is whether they think of you when it counts.
Three Lead Sources Worth a Closer Look
None of these requires a cold call. Here’s why each one matters and what you get when it works.
Online advertising
Why it mattersSearch and social ads reach people at the moment they’re looking for what you sell, and you can start small, target by location and turn spending up or down at any time.
The resultA steady flow of inquiries you can measure, as long as you know what each lead and each new customer costs you.
Sponsorships
Why it mattersSponsoring a local team, charity event or industry association puts your name in front of a community that already gathers around something it cares about.
The resultFamiliarity and goodwill that help your next ad, proposal or introduction land.
Referral sources
Why it mattersA recommendation from someone the buyer already trusts does much of the selling for you, and businesses that serve the same customers can send them your way.
The resultWarmer leads that are easier to close and, in the research, tend to be worth more over time.
Know What a Customer Costs You
Whatever mix you choose, measure it. For each channel, track how many leads it brings, how many become customers and what you spent. That turns marketing from a guess into a decision: you can put more behind what works and stop what doesn’t. Start with one channel, give it a fair test over a few months, and add the next once you can see the numbers. Then make referrals easy: thank the people who send you business, and tell your best customers and partners exactly who you’d like to meet.
Review the numbers every month. A channel that looks expensive per lead can still be your best investment if those leads turn into larger or longer-lasting customers.
Next month
How Easy Is It for a Customer to Buy? Once a prospect is interested, every extra step, form and day between “yes” and paying is a chance to lose them.
Want to Chat?
Every business is unique and faces its own challenges. State Bird Corp is here to help owners face those challenges head on. If you want to discuss the contents of this article or any aspect of your business, please reach out. We would be happy to chat!
Sources
- Nielsen, 2021 Trust in Advertising Study (sell sheet): https://develop.nielsen.com/wp-content/uploads/sites/2/2022/02/2021-Nielsen-Trust-In-Advertising-U.S.-sell-sheet.pdf
- WordStream, Google Ads Benchmarks 2025: https://www.wordstream.com/blog/2025-google-ads-benchmarks
- Schmitt, Skiera & Van den Bulte, Journal of Marketing (2011), Referral Programs and Customer Value: https://faculty.wharton.upenn.edu/wp-content/uploads/2012/04/Schmitt-Skiera-vandenBulte-2011-Referral-Programs-Customer-Value.pdf
These newsletters do not constitute legal, tax, or financial advice. Every business is different. The strategies and topics described are general in nature, and readers should consult qualified advisors before taking any action.